Trend Micro looks to build Affinity

Trend Micro looks to build Affinity

Trend Micro has launched a new partner program in an attempt to drive better engagement.

"In the previous model, some partners could sell into the SMB space but not into enterprise. It was the same for our distributors," enterprise director, Michael May, said. "I thought we had a very confused channel message."

The Affinity program also involves lead generation, market development and sales referral programs. It consists of three levels - Elite, Premier and Associate.

"There are particular requirements for each of those partner types in terms of training and accreditation," May said. "We didn't have effective rebate or marketing development programs for our channel in the past."

Elite partner need at least four trained Trend Micro security experts and four certified sales specialists. Trend Micro currently has about 1200 resellers on its books through itX and Ingram Micro.

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